eCommerce Internal Linking - Into the Spider-Verse (BrightonSEO edition)Kristina Azarenko
In this talk, I’ll show smart internal linking tricks big brands are using. I’ll teach how these ideas can be used by medium and small-sized online stores as well.
My website - https://marketingsyrup.com/
Free SEO Pro Chrome extension - https://marketingsyrup.com/seo-pro-extension/
eCommerce SEO Mastery course - https://marketingsyrup.com/ebook/
Tech SEO Pro course - https://techseo.pro/
Brighton SEO: Self Esteem Optimisation - The most important type of SEO - Lou...Louise Ali
Do you like and value yourself? Do you show yourself kindness and forgiveness? Do you feel strong and energised? You might not be able to answer yes to all those questions all the time – it’s at those moments that you are lacking self-esteem.
And when you’re lacking in self-esteem, how can you possibly achieve your full potential?
In this session Lou is going to take a look at the importance of believing in yourself and share some tools and tips she’s picked up that will help you understand a bit more about who you are, why you are the way you are, and things you can do build confidence in yourself and your team. It’s these practices which have helped Lou improve as an individual AND as a colleague and leader, so even if you don't think this talk is right for you RIGHT NOW, it could help you help your co-workers and your future self. Lou isn’t a qualified counsellor or therapist, so she’ll approach this talk as an ex-patient. Someone who’s been there, had the therapy, got the t-shirt and wants to share it all with you with a goal of helping the entire industry be better and feel better about themselves.
How to convince even the pickiest editors to take SEO more seriously :: brigh...Ian Helms
Let's face it: Editorial teams may not prioritize SEO, but it's an essential aspect of online content creation. Editorial teams are under constant pressure to produce timely and relevant content, often overlooking the long-term benefits of search-friendly, evergreen articles. While breaking news and current events are crucial for driving immediate traffic, organic-focused content can provide long-term value by continuously attracting visitors through search engines. During this presentation, Ian will share his historical experience working with editorial teams and how he successfully incorporates SEO into their workflow. You'll learn how they address common pain points and use data to generate enthusiasm for organic search.
Automate The Technical SEO Stuff by Michael Van Den Reym
In this talk, Michael will show you how to automate technical SEO tasks. You will learn how to schedule and compare crawls to spot technical errors faster, how to use RPA to speed up technical SEO audits and how to automatically optimize images. You will get inspired to execute technical SEO better and faster.
How to Use Search Intent to Dominate Google DiscoverFelipe Bazon
In this talk you will learn how search intent can help you benefit from the growing popularity of Google Discover. You’ll get actionable tips, a case study example and exclusive data from SEMrush.
eCommerce Internal Linking - Into the Spider-Verse (BrightonSEO edition)Kristina Azarenko
In this talk, I’ll show smart internal linking tricks big brands are using. I’ll teach how these ideas can be used by medium and small-sized online stores as well.
My website - https://marketingsyrup.com/
Free SEO Pro Chrome extension - https://marketingsyrup.com/seo-pro-extension/
eCommerce SEO Mastery course - https://marketingsyrup.com/ebook/
Tech SEO Pro course - https://techseo.pro/
Brighton SEO: Self Esteem Optimisation - The most important type of SEO - Lou...Louise Ali
Do you like and value yourself? Do you show yourself kindness and forgiveness? Do you feel strong and energised? You might not be able to answer yes to all those questions all the time – it’s at those moments that you are lacking self-esteem.
And when you’re lacking in self-esteem, how can you possibly achieve your full potential?
In this session Lou is going to take a look at the importance of believing in yourself and share some tools and tips she’s picked up that will help you understand a bit more about who you are, why you are the way you are, and things you can do build confidence in yourself and your team. It’s these practices which have helped Lou improve as an individual AND as a colleague and leader, so even if you don't think this talk is right for you RIGHT NOW, it could help you help your co-workers and your future self. Lou isn’t a qualified counsellor or therapist, so she’ll approach this talk as an ex-patient. Someone who’s been there, had the therapy, got the t-shirt and wants to share it all with you with a goal of helping the entire industry be better and feel better about themselves.
How to convince even the pickiest editors to take SEO more seriously :: brigh...Ian Helms
Let's face it: Editorial teams may not prioritize SEO, but it's an essential aspect of online content creation. Editorial teams are under constant pressure to produce timely and relevant content, often overlooking the long-term benefits of search-friendly, evergreen articles. While breaking news and current events are crucial for driving immediate traffic, organic-focused content can provide long-term value by continuously attracting visitors through search engines. During this presentation, Ian will share his historical experience working with editorial teams and how he successfully incorporates SEO into their workflow. You'll learn how they address common pain points and use data to generate enthusiasm for organic search.
Automate The Technical SEO Stuff by Michael Van Den Reym
In this talk, Michael will show you how to automate technical SEO tasks. You will learn how to schedule and compare crawls to spot technical errors faster, how to use RPA to speed up technical SEO audits and how to automatically optimize images. You will get inspired to execute technical SEO better and faster.
How to Use Search Intent to Dominate Google DiscoverFelipe Bazon
In this talk you will learn how search intent can help you benefit from the growing popularity of Google Discover. You’ll get actionable tips, a case study example and exclusive data from SEMrush.
How to get more traffic with less content - BrightonSEOAnna Gregory-Hall
I want you to go away after this with a really clear view on why less definitely is more, what you can do to decide what actually is too much content to have on your site, and how to go about reducing the number of pages you’ve got.
Ultimately, you’re here to find out how to reduce the amount of work you have to do in the long-run to get the same amount or more traffic.
How to get your SEO work prioritised in house - Maddie McCartney.pptxMaddie McCartney
How to get your SEO work prioritised in-house. A look at how the different ways of working in-house can determine whether or not your SEO initiatives are implemented.
How SEO changes, as we say bye bye to cookiesAccuraCast
Slides from AccuraCast MD, Farhad Divecha's presentation at Brighton SEO.
In his talk, Farhad discussed how the removal of third-party cookies will affect SEO and advised delegates on practical, actionable things they can do to best equip their business to overcome the potential challenges involved.
Extreme Makeover: Site Architecture EditionKavi Kardos
Website architecture is a vital component of search marketing that's often overlooked, either because it's not recognized as an issue, it's considered a "dev problem," or it's just too scary to tackle. But implementing a simplified navigational structure and intuitive internal linking gives users a more delightful experience and ensures comprehensive crawling of your site, no matter its size. I'll walk you through the process that Corporate Finance Institute used to audit, restructure, and significantly prune an aging resource library of more than 6,000 URLs, and how I used the project as an opportunity to educate and earn buy-in from internal teams. This is a repeatable strategy with practical takeaways for SEOs as well as content marketers, developers, writers, and marketing executives with resources to allocate. Presented at brightonSEO in April 2023.
Probabilistic Thinking in SEO - BrightonSEO October 2022Andrew Charlton
Andrew talks through practical ways to think in probabilities to make better decisions in SEO at BrightonSEO.
From methodologies to help you increase the chances of successful outcomes, to reframing decisions as bets to prioritise your recommendations.
The Elusive ROI of Content Marketing (by Tim Soulo)Ahrefs
In the past few years we’ve seen a lot of SaaS businesses utilize content marketing as a growth channel. But measuring the ROI of your content marketing is quite tricky and oftentimes plain impossible. So, how can you know if you’re spending money and effort on the right things and not squandering any of your resources? In his talk, Tim will share his experience running content marketing for Ahrefs, a $100M ARR bootstrapped SaaS.
Data-driven SEO & content strategy to reduce your customer acquisition costsadlift
With digital marketing spends soaring, there’s now an even bigger need for reducing costs per customer acquisition. On average, a brand can reduce its acquisition costs by 55% if they drive significant traffic and transactions via organic search and great content marketing. This session will provide you with tactics to implement a robust, data driven content and SEO strategy that drives ROI.
[BrightonSEO 2022] Unlocking the Hidden Potential of Product Listing PagesAreej AbuAli
E-commerce websites’ product listing pages contain untapped hidden potential. This talk is all about unlocking the magic of your listing pages by making the most out of filters and internal linking. Instead of being fixated on those landing page head terms, let’s turn our attention to the indexability of long-tail pages with high conversion. Whether you work in e-commerce or not, we’ll also cover how to embed yourself within Tech teams and analyse impactful changes.
Will Critchlow's presentation at BrightonSEO October 2022.
At SearchPilot, we run huge numbers of tests. It's natural to look first to the winning tests, but there is a lot we can learn from the tests that fail - both the inconclusive ones and the negative outcomes.
Learn how we run SEO tests, how we analyse winners and losers, and take advantage of the lessons we have learned from dozens of losing tests. Take away actionable insights you can use in your own testing or SEO program.
BrightonSEO - Master Crawl Budget Optimization for Enterprise WebsitesManick Bhan
For every website on the internet, Google has a fixed budget for how many pages their bots can and are willing to crawl. The internet is a big place, so Googlebot can only spend so much time crawling and indexing our websites. Crawl budget optimization is the process of ensuring that the right pages of our websites end up in Google’s index and are ultimately shown to searchers.
Google’s recommendations for optimizing crawl budget are rather limited, because Googlebot crawls through most websites without reaching its limit. But enterprise-level and ecommerce sites with thousands of landing pages are at risk of maxing out their budget. A 2018 study even found that Google’s crawlers failed to crawl over half of the webpages of larger sites in the experiment.
Influencing how crawl budget is spent can be a more difficult technical optimization for strategists to implement. But for enterprise-level and ecommerce sites, it’s worth the effort to maximize crawl budget where you can. With a few tweaks, site owners and SEO strategists can guide Googlebot to regularly crawl and index their best-performing pages.
Brighton SEO October 2022: How your website impacts the planet - and what yo...Stuart Davies
Stu Davies, Head of Agency from Creative Bloom, local surfer and environmental campaigner slides from his talk from Brighton SEO October 2022.
It is estimated the internet accounts for 4% of Greenhouse gas emissions. As SEOs, we can play a crucial part in making the internet an energy-efficient place and do our bit to reduce that impact. Stu talks through that impact and how SEOs can help make the world greener and still deliver great rankings.
How often is Google rewriting your title tags and creating a custom title link on the SERP? Moreover, why is Google not relying on your title tags anymore for the title on the SERP?
Dive in with this look at Google's title rewrites!
BrightonSEO October 2022 - Dan Taylor SEO - Indexing Ecommerce WebsitesDan Taylor
The thing is, we’re hitting an indexing ceiling.
The internet advanced at a quick rate as it had all of human history to be written about and featured; now aside from some small niches and edge cases, we’re regurgitating the same content, the same “how to” guides, and the same products and information.
In this talk, Beth will give an introduction of what schema is, where it sits within a structured data framework, and its use cases. Then she’ll move on to the types that can be used or are no longer recognised by search engines. This will be followed by a hands-on discussion of how to audit a website, how to write the relevant code, and ways to implement and test.
IAB - Measurement for Charities - Datarati - June 2014Greg Beazley
This presentation was prepared for a IAB/UN LTD Digital Training session on 20 June 2014, where 26 people from various UN LTD charities (http://unltd.org.au/about-us/charity-partners/) learned more about digital marketing.
The focus of this presentation was Measurement for Charities with a digital context.
The main topics covered:
- Top-Down view of Marketing Measurement
- Steps to achieve Measurement Bliss in a complex digital world
- Building the framework for continuous improvement through measurement
Prepared and presented by:
Greg Beazley:
www.dtrt.co/gb
au.linkedin.com/in/gregbeazley/
Alex Munro:
http://www.dtrt.co/am
au.linkedin.com/in/alexmunro
Prepared on behalf of Datarati:
www.datarati.com.au
Privacy-proofing your Paid Social - BrightonSEO Paid Social Show talk 2023 (1...AmyStamper4
This will talk based on what Amy's learned over the past 12 months as the Paid Social landscape has changed. She will touch on iOS14, sunset of cookies and other privacy factors for anyone unfamiliar with the direction of travel.
She'll also focus on practical ways that marketers can build their campaigns and still measure results, even in a time of belt-tightening and data loss.
How to get more traffic with less content - BrightonSEOAnna Gregory-Hall
I want you to go away after this with a really clear view on why less definitely is more, what you can do to decide what actually is too much content to have on your site, and how to go about reducing the number of pages you’ve got.
Ultimately, you’re here to find out how to reduce the amount of work you have to do in the long-run to get the same amount or more traffic.
How to get your SEO work prioritised in house - Maddie McCartney.pptxMaddie McCartney
How to get your SEO work prioritised in-house. A look at how the different ways of working in-house can determine whether or not your SEO initiatives are implemented.
How SEO changes, as we say bye bye to cookiesAccuraCast
Slides from AccuraCast MD, Farhad Divecha's presentation at Brighton SEO.
In his talk, Farhad discussed how the removal of third-party cookies will affect SEO and advised delegates on practical, actionable things they can do to best equip their business to overcome the potential challenges involved.
Extreme Makeover: Site Architecture EditionKavi Kardos
Website architecture is a vital component of search marketing that's often overlooked, either because it's not recognized as an issue, it's considered a "dev problem," or it's just too scary to tackle. But implementing a simplified navigational structure and intuitive internal linking gives users a more delightful experience and ensures comprehensive crawling of your site, no matter its size. I'll walk you through the process that Corporate Finance Institute used to audit, restructure, and significantly prune an aging resource library of more than 6,000 URLs, and how I used the project as an opportunity to educate and earn buy-in from internal teams. This is a repeatable strategy with practical takeaways for SEOs as well as content marketers, developers, writers, and marketing executives with resources to allocate. Presented at brightonSEO in April 2023.
Probabilistic Thinking in SEO - BrightonSEO October 2022Andrew Charlton
Andrew talks through practical ways to think in probabilities to make better decisions in SEO at BrightonSEO.
From methodologies to help you increase the chances of successful outcomes, to reframing decisions as bets to prioritise your recommendations.
The Elusive ROI of Content Marketing (by Tim Soulo)Ahrefs
In the past few years we’ve seen a lot of SaaS businesses utilize content marketing as a growth channel. But measuring the ROI of your content marketing is quite tricky and oftentimes plain impossible. So, how can you know if you’re spending money and effort on the right things and not squandering any of your resources? In his talk, Tim will share his experience running content marketing for Ahrefs, a $100M ARR bootstrapped SaaS.
Data-driven SEO & content strategy to reduce your customer acquisition costsadlift
With digital marketing spends soaring, there’s now an even bigger need for reducing costs per customer acquisition. On average, a brand can reduce its acquisition costs by 55% if they drive significant traffic and transactions via organic search and great content marketing. This session will provide you with tactics to implement a robust, data driven content and SEO strategy that drives ROI.
[BrightonSEO 2022] Unlocking the Hidden Potential of Product Listing PagesAreej AbuAli
E-commerce websites’ product listing pages contain untapped hidden potential. This talk is all about unlocking the magic of your listing pages by making the most out of filters and internal linking. Instead of being fixated on those landing page head terms, let’s turn our attention to the indexability of long-tail pages with high conversion. Whether you work in e-commerce or not, we’ll also cover how to embed yourself within Tech teams and analyse impactful changes.
Will Critchlow's presentation at BrightonSEO October 2022.
At SearchPilot, we run huge numbers of tests. It's natural to look first to the winning tests, but there is a lot we can learn from the tests that fail - both the inconclusive ones and the negative outcomes.
Learn how we run SEO tests, how we analyse winners and losers, and take advantage of the lessons we have learned from dozens of losing tests. Take away actionable insights you can use in your own testing or SEO program.
BrightonSEO - Master Crawl Budget Optimization for Enterprise WebsitesManick Bhan
For every website on the internet, Google has a fixed budget for how many pages their bots can and are willing to crawl. The internet is a big place, so Googlebot can only spend so much time crawling and indexing our websites. Crawl budget optimization is the process of ensuring that the right pages of our websites end up in Google’s index and are ultimately shown to searchers.
Google’s recommendations for optimizing crawl budget are rather limited, because Googlebot crawls through most websites without reaching its limit. But enterprise-level and ecommerce sites with thousands of landing pages are at risk of maxing out their budget. A 2018 study even found that Google’s crawlers failed to crawl over half of the webpages of larger sites in the experiment.
Influencing how crawl budget is spent can be a more difficult technical optimization for strategists to implement. But for enterprise-level and ecommerce sites, it’s worth the effort to maximize crawl budget where you can. With a few tweaks, site owners and SEO strategists can guide Googlebot to regularly crawl and index their best-performing pages.
Brighton SEO October 2022: How your website impacts the planet - and what yo...Stuart Davies
Stu Davies, Head of Agency from Creative Bloom, local surfer and environmental campaigner slides from his talk from Brighton SEO October 2022.
It is estimated the internet accounts for 4% of Greenhouse gas emissions. As SEOs, we can play a crucial part in making the internet an energy-efficient place and do our bit to reduce that impact. Stu talks through that impact and how SEOs can help make the world greener and still deliver great rankings.
How often is Google rewriting your title tags and creating a custom title link on the SERP? Moreover, why is Google not relying on your title tags anymore for the title on the SERP?
Dive in with this look at Google's title rewrites!
BrightonSEO October 2022 - Dan Taylor SEO - Indexing Ecommerce WebsitesDan Taylor
The thing is, we’re hitting an indexing ceiling.
The internet advanced at a quick rate as it had all of human history to be written about and featured; now aside from some small niches and edge cases, we’re regurgitating the same content, the same “how to” guides, and the same products and information.
In this talk, Beth will give an introduction of what schema is, where it sits within a structured data framework, and its use cases. Then she’ll move on to the types that can be used or are no longer recognised by search engines. This will be followed by a hands-on discussion of how to audit a website, how to write the relevant code, and ways to implement and test.
IAB - Measurement for Charities - Datarati - June 2014Greg Beazley
This presentation was prepared for a IAB/UN LTD Digital Training session on 20 June 2014, where 26 people from various UN LTD charities (http://unltd.org.au/about-us/charity-partners/) learned more about digital marketing.
The focus of this presentation was Measurement for Charities with a digital context.
The main topics covered:
- Top-Down view of Marketing Measurement
- Steps to achieve Measurement Bliss in a complex digital world
- Building the framework for continuous improvement through measurement
Prepared and presented by:
Greg Beazley:
www.dtrt.co/gb
au.linkedin.com/in/gregbeazley/
Alex Munro:
http://www.dtrt.co/am
au.linkedin.com/in/alexmunro
Prepared on behalf of Datarati:
www.datarati.com.au
Privacy-proofing your Paid Social - BrightonSEO Paid Social Show talk 2023 (1...AmyStamper4
This will talk based on what Amy's learned over the past 12 months as the Paid Social landscape has changed. She will touch on iOS14, sunset of cookies and other privacy factors for anyone unfamiliar with the direction of travel.
She'll also focus on practical ways that marketers can build their campaigns and still measure results, even in a time of belt-tightening and data loss.
BrightonSEO slide deck Oct 2022 - Levi Williams-Clucas - Review Generation an...Levi Williams-Clucas
In this talk, Levi will be discussing online review generation and management, what it means, how to do it properly and why it matters to your search strategy.
In this presentation the CRO Collective walks you through the pitfalls of revenue misalignment and how to build a company that is ready for a Chief Revenue Officer.
A lot of Customer Success leaders charged with building programs are new to the discipline. This presentation provides a high-level view of how to build a Customer Success strategy, program and team from the ground up.
There are three principle engagements that exist in all key account management. These 3 E's are what must be part of any strategic plan that you want to execute successfully and effectively. The simplicity is what gives it power.
Proposal For Marketing Campaign PowerPoint Presentation SlidesSlideTeam
If your company needs to submit a Proposal For Marketing Campaign PowerPoint Presentation Slides look no further. Our researchers have analyzed thousands of proposals on this topic for effectiveness and conversion. Just download our template, add your company data and submit to your client for a positive response. http://bit.ly/337vDxT
How to Prompt Meaningful Engagements with Customer BenchmarkingAmity
Meaningfully engaging with customers is critical for SaaS Customer Success Managers to move their accounts forward. Yet, it can be challenging to prompt the conversations and actions required to achieve the adoption, retention, and expansion rates your business needs.
Leading SaaS companies are using customer benchmarking to tackle this challenge. Benchmarking produces unique, comparative insights that get customers’ attention and motivate them to get more value from their solutions. As a result, both customers and SaaS companies achieve better outcomes.
Unlocking Growth and Retention Opportunities through Data Democratization.pdfRocketSource
Data democratization is the clarifying tool that’s critically required to truly tap into the power of an organization’s suite of North Star Metrics. Plenty of technology is available at an organization’s disposal to sharpen and bring into focus what’s happening beyond the corporate walls. However, with big data comes big problems, especially when teams fail to leverage and act on the high-level insights to unlock viable growth and retention opportunities far beyond the next quarter.
Details:
The adoption of OKRs (Objectives and Key Results) as a framework has exploded in recent years. Roughly 40% of executive leaders say their enterprise accountability and leadership are not aligned on strategy execution. (Source: https://www.gartner.com/smarterwithgartner/9-steps-successful-functional-strategic-planning)
The pain point is felt by companies of all shapes, stages, and sizes. OKRs are heralded as the cure. Yet, respected gurus like Marty Cagan (of the Silicon Valley Product Group) have stopped recommending the practice. Why? Because most companies are not set up effectively to apply this technique. In this session, we’ll discuss the foundations needed to successfully adopt OKRs. And we’ll cover how product strategy, OKRs, and KPIs all fit together to enable business agility.
About the speaker:
Jenny Herald is currently the VP of Product Evangelism of Gtmhub, where she champions the company’s efforts to help customers orchestrate results at scale via the world's most powerful Objectives and Key Results SaaS platform. She’s the host of Dreams with Deadlines, a podcast about strategy execution and results orchestration. For over 9 years, Jenny has helped accelerate growth for enterprises such as Microsoft and startups like Wunderlist. Prior to working in tech, she served as an officer in the United States Air Force, US Department of Defense consultant, and civil servant. She now lives in Berlin with her partner where their plants outnumber them 15:1.
BAM Hosts:
Rachel Dickstein
Rachel is a Scrum Master, Agile Coach and board member of the BAM Berlin community. You can connect with her on LinkedIn: https://www.linkedin.com/in/rachel-dickstein-projectmanager-07201990/
Thoralf J Klatt
Thoralf serves as an Enterprise Agile Coach. He started his career developing medical devices like CT scanners and became a Certified Scrum Master in 2007. Based on many years of experience in diverse domains, Thoralf qualified as SPC in 2016, as Scrum@Scale and Scrum Inc. Trainer with Jeff Sutherland in 2019, and as Mobius Navigator Coach with Gabrielle Benefield in 2020. Details: https://bit.ly/tjklabs You can connect at https://www.linkedin.com/in/tjklatt/
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
16. Incrementality
“If you broke down everything that could
impact performance and then you improved
every little thing by 1%, when you clump it all
together, you're going to get quite a significant
increase in performance.”
- Dave Brailsford
#BrightonSEO @Wrighty__
So why am I standing up here and talking to you all about high performance teams?
The answer is pretty simple. We’re currently navigating an unpredictable economic landscape and we can only do that successfully through performing at our absolute best. On top of this, we all want to have a culture that teams love to be a part of.
So what we’re searching for in this climate is that sweet spot right in the middle.
And that’s what I’m going to be focusing on today.
So let’s start with what high performance looks like
The reality is, and this is the SEO coming out in me…it depends. There is no specific value of a specific metric that you can use as a benchmark because every business is different. However, from a general standpoint there is a way of defining and measuring high performance.
Take these four pillars, for example. They’re the ones that we live by at Clicky. We have
Retained revenue (which is a huge thing for agencies)
Profit - the lifeblood of any business
CPTs, or client performance targets - after all, we’re paid to drive results for our clients
NPS, or net promoter score - driving results is one thing, but developing a relationship that extends beyond just results is a good thing for everyone.
We have set values that we target across these pillars on an annual, quarterly, monthly basis. To us, high performance means exceeding those targets across all pillars.
Over the past 5 years, we’ve grown YoYoY across all of those metrics and it’s a result of the culture that we’ve built.
So, without further ado, I present…
The AIR framework.
As I touched on in my intro, we have:
Accountability - it’s a hard thing to even become comfortable with (particularly if you have a team culture built on friendships), but there are ways to implement this without causing issues
Incrementality - I’m going to go into the power of incremental gains as well as some real-world examples
Recognition - We ask a lot of a team in a high performance environment, so recognition underpins this framework
So, accountability. I have a video to show you now - who’s a football fan? Anyone a long suffering Spurs fan?
What’s happening here?
First off, I’m not advocating accountability when dished out in that kind of format. If your adrenaline is running that high in an office environment then it’s probably time to cut out that afternoon coffee…
The point that I was trying to make is that Spurs are a high performance team. They compete in the upper echelons of UK and European football. And as you can see, they’re not afraid to hold eachother to account when they feel that someone is letting the side down.
I also want to pull out these two quotes
Accountability and feedback can make us stronger if we take it in the right way (it also has to be delivered in an accepted way but I’ll come on to that in a second) - accountability means demanding more from each other.
And this is why we’d demand that performance of each other.
Now this might differ from business to business but here’s what this looks like at Clicky.
We perform at our best and that leads to improvements in client results which is also likely to help improve our bottom line through high client retention & case studies to be used at new business level (therefore bringing in new revenue)
And ultimately if we get that extra revenue in, the team expands, we promote people and we increase salaries.
It’s that simple.
But to get there we need to empower teams to provide feedback.It should not just be on managers to provide feedback and hold people accountable - they shouldn’t always be the ‘bad guy’. Teams should feed back to not just each other, but also up to their line managers.
And you can do that by using tried and tested frameworks. The last thing we want is for people to be shouting at each other like in the video example but we do still need to provide that feedback.
Here’s my favourite framework. It’s frequently cited in management training courses but it’s a great way for everyone to give feedback.
So that was accountability. Lets now move on to incrementality and before I go into it in more detail, I have another video for you.
Has anyone ever read ‘Atomic Habits’? Or are you a fan of British cycling?
If so then you’ll have likely heard of Dave Brailsford who is famous for the impact he had on British cycling. One of the biggest things he’s known for is marginal gains. I’m going to let him talk to you about that now.
The theory of marginal gains is pretty simple. If you can stack 1% improvements on top of each other over time, it compounds in larger, positive change. On the flip side, if you get 1% worse each day, that can compound too.
As marketers, or more specifically, SEOs, we’re all aware of marginal gains. Unfortunately there’s rarely a ‘silver bullet’ for an SEO strategy. In reality, we make a series of positive improvements which then lead to transformational results.
In practice, it might look like this.
Site speed - you might make tweaks such as bringing down image sizes, deferring scripts or implementing an SSG - these little tweaks make your site faster and when you stack them, they lead to larger improvements in overall performance
Combined search - this is something we preach a lot at Clicky. At the most basic level we might analyse paid ads for branded terms (beyond misspellings of the core brand name - eg products/terms unique to that brand - that’s a rant for another day though…) - the point is, you might be spending money on those terms when you don’t necessarily need to. You can then move budget from those terms into ones that are more commercially relevant/competitive - therefore getting more for your money
CRO - I use this as a super broad term but as an example…you could do a complete PDP redesign to improve the conversion rate of your site (which is a big undertaking), but you could also make smaller tweaks - changing messaging in promotional areas such as hero images, remerchandising PLPs, testing CTAs - all of those changes are faster and can compound in some pretty hefty improvements.
And just to show you what that looks like in practice - here are a few graphs from a client of ours.
Speed - down from 4.75s to 2.4s over a 9 month period with little improvements over time.
In practice, it might look like this.
Site speed - you might make tweaks such as bringing down image sizes, deferring scripts or implementing an SSG - these little tweaks make your site faster and when you stack them, they lead to larger improvements in overall performance
Combined search - this is something we preach a lot at Clicky. At the most basic level we might analyse paid ads for branded terms (beyond misspellings of the core brand name - eg products/terms unique to that brand - that’s a rant for another day though…) - the point is, you might be spending money on those terms when you don’t necessarily need to. You can then move budget from those terms into ones that are more commercially relevant/competitive - therefore getting more for your money
CRO - I use this as a super broad term but as an example…you could do a complete PDP redesign to improve the conversion rate of your site (which is a big undertaking), but you could also make smaller tweaks - changing messaging in promotional areas such as hero images, remerchandising PLPs, testing CTAs - all of those changes are faster and can compound in some pretty hefty improvements.
Combined search - analysed terms that we’d been bidding on from an organic/paid perspective & identified ones we didn’t need to bid on. Pushed budget more into shopping & other generic campaigns & saw an overall paid revenue increase
In practice, it might look like this.
Site speed - you might make tweaks such as bringing down image sizes, deferring scripts or implementing an SSG - these little tweaks make your site faster and when you stack them, they lead to larger improvements in overall performance
Combined search - this is something we preach a lot at Clicky. At the most basic level we might analyse paid ads for branded terms (beyond misspellings of the core brand name - eg products/terms unique to that brand - that’s a rant for another day though…) - the point is, you might be spending money on those terms when you don’t necessarily need to. You can then move budget from those terms into ones that are more commercially relevant/competitive - therefore getting more for your money
CRO - I use this as a super broad term but as an example…you could do a complete PDP redesign to improve the conversion rate of your site (which is a big undertaking), but you could also make smaller tweaks - changing messaging in promotional areas such as hero images, remerchandising PLPs, testing CTAs - all of those changes are faster and can compound in some pretty hefty improvements.
CVR - made a few changes over a few weeks (merchandising & messaging related) - from 0.29% to 0.72%
William James, the father of American psychology had this to say about recognition. We all have a craving to be appreciated on some level, but when you start to adopt this high performance mentality, it causes an extra strain. You ask for more of each other which means you need to feed that craving to be appreciated a little more.
Recognition is in everyone’s best interest. As Mr James pointed out - we all love to be recognised and appreciated. Also this stat from Quantum Workplace shows that recognition is positive for employers too. Higher employee engagement typically leads to higher productivity, greater advocacy and greater retention.
For me, this is so important. When it comes to feedback, an easy thing to do can be to wait for that positive end result before giving someone feedback. I just think that’s wrong.
Think of it this way. If you saw someone heading down a path that was likely to have a negative end result, you wouldn’t just stand and watch. You’d try and intervene to prevent any issues from ever occurring.
Well, some people might just want to watch things burn…
Anyway, that DC related segue aside…
It’s the same for feedback. We need to recognise when someone is exhibiting the right behaviours or intentions that are likely to lead to positive outcomes. This is important for two reasons:
Firstly, It will keep them engaged and motivated, and make them feel more appreciated
Secondly, when you work in digital you accept that there are a number of variables that can influence or impact success. Sometimes we can do everything right but it might not end in the success we’re hoping for. In those instances, you’ll have someone who has worked hard and taken the right steps but because they haven’t achieved the goal in the end, we wouldn’t give them feedback.
We need to be rewarding people’s behaviours & intentions. It might not always end the way that we expect but as long as we’re confirming with people that they’re doing the right thing and showing them that they’re appreciated, the net result will always be greater.
Here are a few ways you can make recognition as easy as possible.
Matterbot - If you use Slack, there’s an app called Matter that allows you to give feedback internally. It has a Feedback Friday feature which really encourages that too. We used Matter but then decided to create our own in-house solution which functions in much the same way
Huggg - this is an amazing platform that you can use to purchase things like vouchers or physical products to show your team some appreciation
There’s of course the standard monetary rewards (bonuses etc) or even things like team engagement budgets so teams can treat themselves to a free lunch or similar
Also, there’s good old fashioned communication. Tell people how much you appreciate them and their work - you’d be surprised at how much that gets valued too
Basically, there are so many ways to recognise your teams and it doesn’t always have to cost money (but it’s a nice bonus where you can) .
And that’s me. I debated keeping this next slide in but the dark thoughts won…
So, yeah - this framework can make improving team performance a breeze
And that’s me.
And that’s me. I hope you enjoyed that and that its given you some actionable things to go and implement.
I’ll be around for the next couple of days so please come and find me if you’d like to chat more about this. I’m terribly introverted but would love to meet and chat with as many of you as I can so please help me out!
